Brassneck Brewery approached us with the brief of developing a series of can designs that would evoke and reference their brewery space and tasting room. Unlike most craft brewers in the region, they made the conscious, on-brand decision to fill, can and seal entirely within the confines of their 6,000 square foot facility in Vancouver’s Mount Pleasant neighbourhood.
This key constraint presented a compelling challenge for our designers—develop a solution that balances the flexibility required for a handmade product and a polished final execution. The concept that our team landed on involved producing a series of high contrast black and white images which showcase the brewery space, and its myriad of surfaces and textures, as a key design element. These photographs, shot by Vishal Marapon, were then paired with the brand’s signature bold typography and a ‘chalk smear’ design element which accounted for the beer style variations. The cans are produced in both 473mL and 950mL formats.
Once we settled on an overall concept for the cans, our next challenge was to find a way to develop a design system that would account the huge (and constantly evolving) range of beers that Brassneck offers—32 of these beer styles were included in the first print run alone. To accommodate this wide range of beer styles, we leveraged database printing to create a total of 512 different label variations.